There’s this word “authenticity” that’s been rattling around boardrooms, marketing decks, and influencer captions for so long that it’s become almost intolerable, like a pop song you once loved and […]
Remember when “brand purpose” sounded like the moral compass of capitalism, the thing executives clutched like a rosary bead in investor presentations and CSR reports? A whole cottage industry of […]
The paradox of “brand purpose”, and please forgive the scare quotes but they’re unavoidable, given how the phrase has been dismembered by consultants, ad agencies, and well-meaning middle managers into […]
Here’s the part nobody likes to admit: you don’t shop anymore. You vote. Every purchase is a ballot. Every checkout line is a polling booth. Not the solemn kind you […]
There was a time , and not so long ago, if you squint, when Made in Italy functioned like a religious indulgence: you could slap it on anything, from a […]
If you are reading this, you probably know that brand purpose—once the shining city on the hill of modern marketing—has suffered an identity crisis. What started as an earnest attempt […]
